Is there a proven formula to grow a company into a million-dollar business? I\u2019m afraid not. But simply learning from the best players and replicating their strategies can get you on the right track.<\/p>\n
Today on the blog, I give the floor to Larry Kim<\/span>. As a founding father of two thriving companies, Larry has hands-on experience on how to grow a startup into a company worth millions. He founded MobileMonkey<\/a>, the world\u2019s best free chatbot builder<\/a> and integrated chat marketing platform for SMS, Web Chat, and Facebook Messenger. He’s also the founder of WordStream, Inc., the leading provider of Google Ads, Facebook Ads, and keyword tools used by over a million marketers worldwide.<\/p>\n I asked Larry to share some of his tips on sales<\/span> and marketing<\/span> that proved effective for him, and which you can also implement in your SaaS<\/span> startup to accelerate its growth.<\/p>\n Woodpecker<\/strong>: You obviously know a lot about PPC ads and I saw your webinar on personalizing PPC campaigns<\/a>, does this kind of knowledge bleed into other marketing areas, like cold email<\/span> personalization?<\/em><\/p>\n Larry Kim<\/strong>: The ways PPC and email<\/span> are the same apply to all marketing channels.<\/p>\n Don’t overlook intent signals. You have to be able to infer that an audience is a good fit for your offer. For PPC, that intent is signaled by a search keyword. For cold email<\/span>, that intent might be news that a company has closed a big fundraising round, change in management, job title, and similar things.<\/p>\n Fix boring ad headlines and email<\/span> subject lines! Use irresistibly clickable headlines \u2014 whether that\u2019s through stand-out copy or personalization \u2014 to get people to your site.<\/p>\n Make unicorn babies. Find your unicorn campaigns (the top 5% of pages responsible for 80% of results) and do more of that rather than trying something new and unproven.<\/p>\n W<\/strong>: I’m really impressed with the volume of interviews, presentations, and keynotes you’re doing. How do you plan all those things? Do you set them up yourself or people approach you, if anything, what convinces you to take part in it or reach out to hosts?<\/em><\/p>\n LK:<\/strong> Unfortunately, marketing doesn\u2019t happen by itself.<\/p>\n Our marketing team is actively working with partners and publishers to create opportunities, events, campaigns, and content.<\/p>\n And that kind of snowballs so the more you put yourself out there the more you\u2019re approached by potential new partners and journalists.<\/p>\n One time I rode the fake news wave to bring to light the real-world consequences of fake news to influence mainstream media and politics.<\/p>\n I made a fake news<\/a> website and propagated fake news via Facebook ads and it was scary effective.<\/p>\n Since this happened, Facebook has put in place measures to mitigate this effect.<\/p>\n From this experiment, I was invited to be a guest on all kinds of major press outlets from CNN to Al Jazeera.<\/p>\n W<\/strong>: Our audience members use email as a medium for getting press, mentions, and links. Could you share some tips on what to write in an email and how to target it to maximize one’s efforts? (We\u2019ve read about your Unicorn Filter Effect<\/a> – could you explain what it is in a few words for those who never heard about it?)<\/em><\/p>\n LK<\/strong>: Cold emailing is one of my favorite growth hacks<\/span>.<\/p>\n Inbound marketing is like going fishing and waiting for the fish to come to you. Intent-aware outbound marketing through cold emailing is like going to where the fish are.<\/p>\n Use intent signals to increase engagement \u2014 anything that will spark recognition and relevance in your audience.<\/p>\n Personalize your emails<\/span>, especially the subject line.<\/p>\n The quality of your list is a cornerstone for how successful your campaigns will be so use the right tool when procuring your list. The right tool will provide you with prospects<\/span> that match the characteristics of your best leads.<\/p>\n We use Leadpresso and are really excited about the new Woodpecker API integration to Leadpresso\u2019s prospecting tools.<\/p>\n W<\/strong>: What about B2B relationships? What’s your strategy for boosting your relationships with prospective customers in B2B?<\/em><\/p>\n LK<\/strong>: With B2B buying cycles getting longer, marketers should provide prospective customers with a continual drip of value.<\/p>\n That value should include listening to how prospects<\/span> engage with messaging.<\/p>\n Ask, does their interaction with this message help me understand what they need better?<\/p>\n Woodpecker<\/span> helps us with this strategy with engagement-based If-campaigns<\/a>.<\/p>\n Use engagement metrics and insights to segment the audience. Ultimately marketers can create more relevant offers and content and develop credibility and trust.<\/p>\n Connect with prospective B2B customers in multiple high-engagement channels.<\/p>\n Along with email<\/span> marketing, we use chat marketing to stay connected to leads and customers in real-time, interactive messaging.<\/p>\n The more channels where you can connect, the better a brand\u2019s odds of reaching B2B prospects when they\u2019re looking for your solution.<\/p>\n \nCold email personalization<\/h2>\n
Creating marketing opportunities<\/h2>\n
Recipe for cold emails that bring leads<\/h2>\n
Building B2B relationships<\/h2>\n